Business Research 8ed Final exam

1.
Formal research that is designed to decide whether or not the company has achieved its
objectives is called:

a
. basic research.

b
. product research.

c
. production research.

d
. evaluation research.

2.
What type of data input is represented by a company's data on dollar sales information to its
customers?

a
. Internal records

b
. Proprietary business research

c
. Salesperson input

d
. Behavioral tracking

3.
What are the two basic purposes of a theory?

a
. Analysis and understanding
 b
. Interpretation and prediction

c
. Understanding and prediction

d
. Analysis and interpretation

4.
What type of decision-making situation exists when a problem itself is unclear to the
researchers?

a
. Ambiguity

b
. Uncertainty

c
. Certainty

d
. Causal inference

5.
The people who are called by phone and who answer a phone survey are called the:

a
. doers.

b
. users.

c
. respondents.

d
. analysts.

6.
What type of variable is "sales dollars?"

a
. Independent

b
. Continuous

c
. Discontinuous

d
. Categorical

7.
When a focus group discussion is recorded on videotape so that it can be analyzed at a later time,
what type of advantage is this?

a
. Scrutiny

b
. Piggybacking

c
. Case study

d
. Narrowcasting

8.
Another term for data conversion is:

a
. data transformation.

b
. data analysis.

c
. data mining.
 d
. data distribution.

9.
When an interviewer, by mistake, skips a question that he was supposed to ask during a personal
interview session, what type of bias does this represent?

a
. Self-selection bias

b
. Deliberate falsification bias

c
. Moderator bias

d
. Administrative error

10.
When a potential respondent to a mail survey is contacted by phone three days before the survey
is scheduled to arrive in the mail and is encouraged to complete the survey, this is an example of:

a
. a monetary incentive.

b
. survey sponsorship.

c
. keying the survey.

d
. advance notification.

11.
The UPC code on packages recorded at the checkout counters at supermarkets represents what
type of observation?
 a
. Scanner-based

b
. Indirect

c
. Obtrusive

d
. Psychographic

12.
If you have subjects in the experimental group watch a television commercial for your product,
and subjects in the control group do not see that commercial, what is the experimental treatment?

a
. The experimental group

b
. The control group

c
. The TV ad

d
. Subjects

13.
On a measure of "brand loyalty," when the researcher asks herself: "Do these questions really
measure brand loyalty?", what type of validity is being considered?

a
. Convergent validity

b
. Discriminant validity

c
. Face validity
 d
. Sensitivity

14.
What type of attitude scale is the following?

How likely are you to buy a laptop computer during the next six months?

____ I definitely will buy

____ I probably will buy
____ I might buy
____ I probably will not buy
____ I definitely will not buy

a
. Behavioral intention

b
. Likert scale

c
. Stapel scale

d
. Numerical scale

15.
What type of question is the following: "Which symphonies would you like the St. Louis
Symphony to include in their program schedule next year?"

a
. Leading

b
. Loaded

c
. Double-barreled

d
. Open-ended
16.
When a telephone directory is arranged by street address instead of by the last name of the
people in the household, this is called a:

a
. list broker.

b
. stratified sample.

c
. purposive sample.

d
. reverse directory.

17.
What type of statistics are involved when the results of a sample of people are used to estimate
the confidence interval for the population of people?

a
. Descriptive statistics

b
. Variance statistics

c
. Inferential statistics

d
. Normal statistics

18.
When a telephone interviewer asks a respondent six short questions, and then asks if the
respondent is willing to post a political sign on her front lawn for two weeks, this is an example
of a:

a
. door-in-the-fact technique.
 b
. curb-stoning.

c
. foot-in-the-door technique.

d
. verification.

19.
When an editor notices that a multiple-choice question has not been checked by a respondent,
and then assigns a random response to that question, this random response is called a(n):

a
. dummy code.

b
. plug value.

c
. optical code.

d
. record.

20.
The score that occurs most often in a frequency distribution is called the:

a
. mean.

b
. mode.

c
. median.

d
. standard deviation.

21.
What type of hypothesis expects results as if no hypothesis was stated?

a
. Null

b
. Covariate

c
. Degrees of freedom

d
. Alternative

22.
When you are comparing the number of units sold of a product at three different prices in
supermarkets in three different cities, what test is appropriate?

a
. Paired-samples t-test

b
. Independent samples t-test

c
. One-way ANOVA

d
. Chi-square test

23.
In the simple linear regression equation, the slope of the line is denoted by:

a
. alpha.

b
. delta.

c
. beta.
 d
. gamma.

24.
The statistical significance of multiple regression is found by taking the mean squares regression
________ the mean squares error term.

a
. plus

b
. minus

c
. times

d
. divided by

25.
The manager to whom a research report is delivered is called the ________ in the
communications model.

a
. communicator

b
. message

c
. medium

d
. audience